Maybe you should just stop creating content
Nobody has to tell you that we all are overwhelmed with the amount of content that floods everything from our inboxes to our social feeds.
We all feel it.
It’s not that content is bad. It can be awesome when you find that YouTube video that explains in two minutes how to do that thing you’ve been trying to figure out.
The trouble is, we have to wade through a lot of mediocre content. I mean a lot, a lot. I wrote about this in a post titled, Stop creating content. Please, just stop. And that was 6 years ago. Do you realize how much more content brands are assaulting us with since then?
A recent post from Digiday reported that agencies are starting to ask how much content is too much. And they are starting to consider that the content that they are cranking out may have a negative effect on the mental health and well-being of prospects.
Really? You’re just now getting an inkling that the anxiety-inducing stream of anxiety-inducing posts that you are generating may not be good for people? In fact, they may actually be, well, anxiety-inducing?
Sorry for the rant. But c’mon. We can do better.
I actually do have a simple solution.
Ask these two questions
If we truly care about those we hope to serve, we will respect the daunting tsunami of content that they have to deal with every day.
To do that, simply ask two questions before you post another shred of content:
Does this solve a problem for them?
Does it help them take advantage of an opportunity?
If you don’t have a definitive answer, then stop. Please, stop.
I had someone tell me there should be a third item on the list – provide entertainment. But I think that falls under solving a problem. If someone is feeling stressed, maybe your brand could share something entertaining that helps them feel a little better. As long as it makes sense coming from your brand.
That brings up another crucial point. Whatever you are sharing has to feel relevant to your brand. Otherwise, it will be awkward. Like a funeral home brand sharing beauty tips. Just writing that gave me the heebie-jeebies.
And let’s add one more qualifier. Whatever you post has to be meaningful. People have to see it as valuable. Otherwise, it just adds to the expansive morass of crap that we have to wade through to find the really helpful stuff.
I know I may sound like a grumpy content-hating contrarian, but I really do love great content. I love finding things that teach me a skill. Or help me learn something new and relevant. I love it when I can’t wait to keep scrolling through a post – not because I’m afraid of missing something but because I’m engrossed with what I’m discovering. I love a video that holds me rapt. Or that feeling that I can’t close that tab on my browser because that piece of content is just too good to dismiss.
Give me that. Give everyone that. Lots more of that. And you’ll never hear me complaining that brands need to just stop creating content.